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行銷傳播管理研究所
繁體
周軒逸老師個人簡介

職稱:
專任副教授
地址:
804高雄市鼓山區蓮海路70號國立中山大學行銷傳播管理所
分機:
(O)07-5252000轉4966
Fax:
07-525-4969
電子郵件:
hsuanyi@mail.nsysu.edu.tw

畢業學校 主修學門系所 學位 畢業時間
國立台灣大學 商學研究所(行銷) 博士 07/2010
私立輔仁大學 管理學研究所(行銷、財管) 碩士 06/2005
國立政治大學 資訊科學系 學士 06/2003

服務機關與職稱 起訖年月
中山大學傳播管理研究所助理教授 08/2011-07/2015
中山大學行銷傳播管理研究所副教授 08/2015迄今

廣告溝通效果

廣告元素設計

消費者訊息處理、態度形成和決策過程

行銷管理

消費者行為

行銷研究

政治傳播

教學優良課程教師,105學度第二學期。

2017.08富邦人壽管理碩士論文獎「最佳實務應用」及「佳作論文」獎 (論文指導教授)

2017.07 TSC崇越論文大賞「優良論文」獎x2 (論文指導教授)

2016.08富邦人壽管理論文獎「優勝論文獎」(論文指導教授)

2016.07 TOPCO崇越論文大賞「最優論文獎」(論文指導教授)

2015.12財團法人宋作楠先生紀念教育基金會104年度碩士論文獎(論文指導教授)

2015.11第十屆中華商管科技學會學術研討會佳作論文獎

2015.11台灣政治學會年度政治學碩士論文獎 (論文指導教授)

2015.08 TOPCO崇越論文大賞「優等論文獎」 (論文指導教授)

2015.08  2015年美國新聞與大眾傳播學會(AEJMC)傳播科技類教師組論文首獎

2015  104年管理學報論文獎‧實用價值類

2015.01 財團法人宋作楠先生紀念教育基金會102年度碩士論文獎 (論文指導教授)

2014.07  TOPCO崇越論文大賞「優等論文獎」(論文指導教授)

2014.07  TOPCO崇越論文大賞「優良論文獎」(論文指導教授)

2013.12 財團法人宋作楠先生紀念教育基金會102年度碩士論文獎 (論文指導教授)

2013.12 財團法人宋作楠先生紀念教育基金會102年度碩士論文獎佳作獎 (論文指導教授)

2010  TOPCO崇越論文大賞博士組優等論文獎 (論文題目:「好奇的力量─簡訊前導廣告效果之研究」

 

期刊論文

Chou, H.-Y. and Yeh, M.-H. (2017.11). “Minor Language Variations in Campaign Advertisement: The Effects of Pronoun Use and Message Orientation on Voter Responses,” Electoral Studies, Available online 1 November 2017 (SSCI).

Chou, H.-Y. and Singhal, D. (2017.09). “Nostalgia Advertising and Young Indian Consumers: The Power of Old Songs,” Asia Pacific Management Review, 22(3), 136-145. (TSSCI)

Chou, H.-Y. and Wang, T.-Y. (2017.04), “Hypermarket private-label products, brand strategies, and spokesperson persuasion,” European Journal of Marketing, 51(4), 795-820 (SSCI).

Hsin-Hsien Liu and Hsuan-Yi Chou (2017.04), “The Selection of Freebies and the Preference for Freebie Promotions - A Perspective on Item Characteristics,” Journal of Behavioral Decision Making, 30(2), 420-434 (SSCI).  2015 JCR Impact factor: 2.768;

林正士、周軒逸* (2017.02),「服務品質與服務補救期望對旅運涉入之影響:以金廈小三通為例」,品質學報,24(1),60-79.

周軒逸、吳秀玲、周繼祥 (2016.12),「哀兵訴求簡訊在競選中之廣告效果」,東吳政治學報,34(3),1-63 (TSSCI)。

Chou, H.-Y. and Wang, S. S. (2016. 11), “The effects of happiness types and happiness congruity on game app advertising and environments,” Electronic Commerce Research and Applications, 20, 1-14. (SSCI)

周軒逸*、練乃華 (2016.10),「品牌、代言人熟悉度於前導廣告效果之探討」,管理評論,35(4),1-29 (TSSCI)

周軒逸*、任容 (2016.09),「外來語更有吸引力?日語符碼轉換廣告之效果」,行銷評論,13(3),313-344。

Chou, H.-Y. (2016.09). “Thought Confidence: Consumer Emotions and the Confidence Premise Hypothesis,” Management Studies, 4(5), 219-226.

Hsin-Hsien Liu and Hsuan-Yi Chou (2016.09), “Do longer or shorter budget temporal frames matter? Numerosity effects, mental budgets, and purchase intentions,” Journal of Marketing Theory & Practice, 24(4), 422-441.

Hsin-Hsien Liu and Hsuan-Yi Chou (2015,03), “The effects of promotional frames of sales packages on perceived price increases and repurchase intentions,” International Journal of Research in Marketing, 32(1), 23-33 (SSCI)【2015 JCR Impact factor: 1.833】

Chou, H.-Y.* (2015.01), “Celebrity Political Endorsement Effects: A Perspective on the Social Distance of Political Parties,” International Journal of Communication, 9, 523-546 (SSCI) (編號 NSC 100-2410-H-110-069-) 【2013 JCR Impact factor: 0.786】

Lin, C.-S. and Chou, H.-Y.* (2015.01), “Dimensions and effects of  consumers’ travel-transportation involvement: The case of the Mini Three Links,” Asia Pacific Journal of Tourism Research, 20(1), 51-75 (SSCI). 【2013 JCR Impact factor: 0.566】

Liu, H.-H. and Chou, H.-Y.*(2014.09), “Relationship Types and the Sunk Cost Effect,” Asia Pacific Management Review, 19(3), 239-251 (TSSCI)。

Chou, H.-Y.* and Lien, N.-H. (2014.07), “Effects of SMS Teaser Ads on Product Curiosity,” International Journal of Mobile Communications, 12(4), 328-345. (SSCI, 2013 IF= 1.221).

Chou, H.-Y.* (2014.05), “Effects of Endorser Types in Political Endorsement Advertising,” International Journal of Advertising, 33(2), 391-414 (SSCI). (編號 NSC 100-2410-H-110-069-)【2013 JCR Impact factor: 1.754】.

林正士、周軒逸* (2014.05),總統大選電視辯論對於首投族之政治傳播效果:以2012年台灣總統選舉為例,選舉研究,21(1),47-87  (TSSCI)。

劉信賢、周軒逸* (2014.03),可比較性對知覺漲價與再購意願的影響,管理學報,31(1),41-62 (TSSCI)。

Chou, H.-Y.* and Lien, N.-H. (2014). Old Songs Never Die: Advertising Effects of Evoking Nostalgia With Popular Songs. Journal of Current Issues & Research in Advertising, 35(1), 29-49.

Chou, H.-Y.* and Lien, N.-H. (2013). The effects of appeal types and candidates' poll rankings in negative political advertising. Asian Journal of Communication, 23(5), 489-518.

周軒逸*、周繼祥 (2012) ,「手機政治簡訊的廣告效果之探索性研究:臺灣北部五所大學生的試驗」,政治科學論叢,第54期,頁71-120 (TSSCI)。

周軒逸*、練乃華 (2012),「當簡訊遇上前導:品牌熟悉度、互動性、個人化、誘因之好奇效果」,臺大管理論叢,第23卷,第1期,頁239-268 (TSSCI)。

Lien, N.-H., Chou, H.-Y.*, and Chang, C.-H. (2012). Advertising Effectiveness and the Match-Up Hypothesis: Examining Spokesperson Sex, Attractiveness Type, and Product Image. Journal of Current Issues & Research in Advertising, 33(2), 282-300.

林正士、練乃華、周軒逸* (2012),「產品來源國聯想與廣告內容不一致之廣告效果」,理與系統,第19卷,第三期,頁409-431 (TSSCI)。

Chou, H.-Y.* and Lien, N.-H. (2012). The effects of incentive types and appeal regulatory framing in travel advertising. The Service Industries Journal, 32(6), 883-897.

林正士、練乃華、周軒逸* (2011),「另類廣告不一致:品牌來源國與品牌消費文化定位之觀點」,廣告學研究,第36集,頁99-135。

Chou, H.-Y.* and Lien, N.-H. (2011). What does a negative political ad really say? The effects of different content dimensions. Journal of Marketing Communications, 17(4), 281-295.

Chou, H.-Y.*, Lien, N.-H., and Liang, K.-Y. (2011), “The Antecedents and Belief-Polarized Effects of Thought Confidence,” The Journal of Psychology: Interdisciplinary and Applied, 145(5), 481-506 (SSCI, 2010 IF = 0.899 ).

周軒逸*、陳怡伶、練乃華 (2011),「部落格迴響一致性對讀者態度之影響」,管理評論,第30卷,第一期,頁41-57 (TSSCI)。

Chou, H.-Y.* and Lien, N.-H. (2010), “How do Candidate Poll Ranking and Election Status Affect the Effects of Negative Political Advertising?” International Journal of Advertising, 29 (5), pp. 815-834 (SSCI, 2009 IF = 1.091).

周軒逸*、陳怡伶、練乃華 (2010),「你今天blog了嗎:部落格電影口碑之信任效果研究」,電子商務學報,第12卷,第四期,頁661-692 (TSSCI)。

Chou, H.-Y.* and Lien, N.-H. (2010), “Advertising Effects of Songs’ Nostalgia and Lyrics’ Relevance,” AsiaPacific Journal of Marketing and Logistics, 22 (3), pp. 314-329 (ABI).

周軒逸*、練乃華 (2010),「又愛又怕的夢幻市場─同性戀廣告效果之研究」,中山管理評論,第18卷,第3期,頁769-803 (TSSCI)。

周軒逸*、練乃華 (2010),「旅遊廣告圖文比例的廣告效果研究:時間和空間距離之干擾」,戶外遊憩研究,第23卷,第1期,頁27-52 (TSSCI)。

周軒逸*、練乃華 (2010),「時間距離對負面競選廣告效果之影響」,臺灣民主季刊,第7卷,第2期,頁33-76 (TSSCI)。

練乃華、周軒逸* (2008),「現任者聲譽對負面競選廣告效果之影響」,政治科學論叢,第38期,頁113-154 (TSSCI)。

研討會論文

Hsuan-Yi Chou, Xing-Yu Chu, and Ching Chin (2017). Take it humorously: Effects of humorous rebuttals to negative attacks. Advances in Consumer Research, October 26-29, San Diego.

馬向恩、林子筠、廖冠聿、朱顗如、陳俊宇、周軒逸 (2017),有「色」眼光:從顏色線索與CEO性別看公司危機事件之聲明對於消費者態度的影響。第13屆全國商學暨觀光餐旅研討會,桃園市,10月21日。

Hsuan-Yi Chou and Tzu-Chun Chen (2017). The healing effect of cute elements in product design. Conference: 2017 International Symposium on Economics and Social Science – Summer Session (ISESS-Summer 2017), August 23-25, Sapporo, Japan. 

Hsuan-Yi Chou and Yen-Ting Chiang (2017). Black-and-white or colorful? Moderation of advertising color tone and voter party preference on effectiveness of negative campaign advertising. The 5th International Conference on Business and Social Science, March 29-31, Nagoya, Japan.

Hsuan-Yi Chou and Wei Qian (2016). Celebrity (Benedict Cumberbatch) or Drama Character (Sherlock Holmes)? Effects of Playing Drama Characters in Product Advertisements. International Conference on Business and Internet (ICBI-Fall 2016). November 7-9, Seoul, Korea. 

Hsuan-Yi Chou (2016). Voters’ processing mindsets and construing modes of campaign advertising. Advances in Consumer Research, October 27-30, Berlin, Germany.

Hsuan-Yi Chou (2016). Being an underdog or a frontrunner: The effects of candidate labels on voters’ responses. Advances in Consumer Research, October 27-30, Berlin, Germany.

Hsuan-Yi Chou and Jui Su (2016). Men’s mate guarding: Effects of activating men’s mate-guarding motive on the purchase intentions towards luxury goods. International Conference on Management and Social Science, August 14-15, Tokyo, Japan.

趙翊雯、周軒逸 (2016),「廣告「色」計—色彩多樣性對於消費者廣告訊息處理之影響」,第八屆台灣商管與資訊研討會 (TBI2016),新北市,3月25日。

秦時雋、周軒逸 (2016),「手機遊戲「異業結合」之產品置入效果:主場媒體之觀點」,第八屆台灣商管與資訊研討會 (TBI2016),新北市,3月25日。

江郁涵、周軒逸 (2016),「巧立「名」「色」─顏色命名方式對產品態度和購買意圖之影響」,第八屆台灣商管與資訊研討會 (TBI2016),新北市,3月25日。

鄭傑文、周軒逸 (2016),「男性美2.0─肯尼時代來臨:男性代言人的社會比較效果」,第八屆台灣商管與資訊研討會 (TBI2016),新北市,3月25日。

陳姿君、周軒逸 (2016),「療癒系可愛麻吉─可愛元素的療癒效果對產品態度和購買意願之影響」,第八屆台灣商管與資訊研討會 (TBI2016),新北市,3月25日。

Hsuan-Yi Chou and Min-Hung Yeh (2016), “Non-Negligible Minor Changes: Effects of Different Pronoun Use and Content-Word Use in Campaign Advertising,” presented at the 4th International Conference on Social Science and Management (ICSSAM 2016), Osaka, Japan, May 10-12.

周軒逸、邱育佳 (2015),「食品口感描述對熱量預估與購買意願之影響:文獻回顧與命題發展」,2015第十屆中華商管科技學會學術研討會,雲林縣,11月27日。(榮獲佳作論文獎)

Chou, H.-Y. (2015), “Thought confidence: Consumer emotions and the confidence premise hypothesis,” presented at the 3rd Asia-Pacific Social Science Conference (APSSC 2015), Nagoya, Japan, November 4-6.

Chou, H.-Y., and Shaojung Sharon Wang (2015), “Calm vs. excited happiness: Effects of happiness types and happiness congruity of games advetised in mobile game app environments,” presented at the 3rd Asia-Pacific Social Science Conference (APSSC 2015), Nagoya, Japan, November 4-6.

Chou, H.-Y., Liu, H.-H., and Chen, S.-H. (2015), “Consumer responses towards limited-time vs. limited-quantity scarcity messages in price promotions,” presented at the 2015 Association for Consumer Research (ACR) conference, New Orleans, LA, October 1-4.

Chou, H.-Y., and Chen, S.-S. (2015), “Her Beauty Results in Your Sorrow: The Effects of Envy toward Attractive Spokespersons in Advertising,” presented at the 2015 Association for Consumer Research (ACR) conference, New Orleans, LA, October 1-4.

Wang, S. S. and Chou H.-Y. (2015), “Feeling happy or being immersed? Advertising effects of game-product congruity in different game app environments,” presented at the 2015 AEJMC (Association for Education in Journalism and Mass Communication) Annual Conference, San Francisco, CA, August 6-9. (TOP Faculty Paper Competition Award).

Liu, H.-H. and Chou, H.-Y. (2015), “The impact of different product formats on the inaction inertia,” presented at the 2015 International Conference on Business and Information (BAI 2015), Macau, July 7-9.

Chou, H.-Y. (2015), “Temporal and Social Distances in Campaign Advertising and Voter Responses to Appealing Content,” will presented at the Asian Conference on the Social Science (acss 2015), Kobe, Japan, June 11-14.

Chou, H.-Y. and Chen, Chien-Yu Damien (2014), “Countdown with Days or Hours? Effects of Countdown Unites in Fixed-Price Group Buying Websites,” presented at the Fifth Asian Conference on Business and Public Policy (acbpp 2014), Osaka, Japan, November 20-23.

Liu, H.-H. and Chou, H.-Y. (2014), “Currency Face Values and Upgrade Intentions.” presented at the International Conference on Global Entrepreneurship and Innovation in Management (GEIM), Taichung, Taiwan, May 14-15.

Liu,  H.-H. and Chou, H.-Y. (2014), “Does the Longer or Shorter Budget Frame Matter? Numerosity Effect, Mental Budget, and Repurchase Intention.” presented at the 2014 International Conference on Business and Information (BAI 2014), Osaka, Japan, July 3-5. 

Liu, H.-W. and Chou, H.-Y. (2014), “The Key Influence of Mental Imagery on Consumer Purchasing Decisions: The Antecedents and Effects of Mental Simulation”presented at the fifth Asian Conference on the Social Sciences 2014, Osaka, Japan, June 12-15. 

Chou, H.-Y. (2014), “Labeling Candidates as Underdogs in Political Communications: The Moderation of Candidate-Related Factors,” presented at Global Academic Conference in Tokyo, Tokyo, Japan, April 23-26.

周軒逸 (2013),「選舉中落水狗訴求之廣告效果」,2013年臺灣政治學會年會暨「東方政治學?─臺灣經驗、中國崛起及國際流變」國際學術研討會,高雄市,11月30日至12月1日。

Chou, H.-Y. (2013), "Celebrity Second-Hand Commodites in Online Auctions: The Effects of Celebrity Attractiveness, Contagion, Auction Motivations, and Commodity Types on Consumer Responses," presented at the 2nd International Symposium on Business and Social Sciences (ISBSS), Osaka, Japan, November 7-9. 

Liu, H.-H. and Chou, H.-Y. (2013), "Comparability on Promotion Reductions and Price Increases," presented at BAI 2013 International Conference on Business and Information, Bali, Indonesia, July 7-9.

Chou, H.-Y. (2013), "Advertising Effectiveness of Celebrity Types for Political Endorsement and Appeal Framing of Administration Performance," presented at 2013 International Symposium on Business and Social Sciences (ISBSS), Tokyo, Japan, March 15-17. 

Chou, H.-Y. (2012), “Celebrity Worship or Benefit Consideration? The Motivations of Consumers’ Bidding for Celebrity’s Second-Hand Products on Online Auctions,” presented at 2012 Advertising and Consumer Psychology Academic Conference, Singapore, December 19-21.

周軒逸 (2012),「名人政治背書之廣告效果:政黨社會距離之觀點」,台大商學研究所成立四十週年校友學術論文研討會,台北市,12月24日。

Chou, H.-Y. (2012), “Celebrity Worship? The Effects of Celebrity Political Endorsement on Young Voters’ Advertising Responses,” presented at 2012 Global Marketing Conference at Seoul, Seoul, Korea, July 19-22. 

Lin, C.-S., Chou, H.-Y., and Hsiao, J. P.-H. (2012), “A Study of Factors of Travel Involvement: The Case of the Kinmen-Xiamen Mini-Three Links,” presented at International Conference on Business and Information 2012, Sapporo, Japan, July 3-5.

Chou, H.-Y., Lien, N.-H., and Lin, C.-S. (2011), “The Effects of Song Choice in Advertising,” presented at 16th International Conference on Corporate and Marketing Communications, Athens, Greece, April.

Chou, H.-Y. and Lin, C.-S. (2011), “Consumers’ Responses to Spokespersons in Homosexual Advertisements,” presented at 16th International Conference on Corporate and Marketing Communications, Athens, Greece, April.

Chou, H.-Y. and Lien, N.-H. (2010), “Analyzing Sexual Appeal in Ads: From the Viewpoint of Consumers’ Feminist Orientation,” presented at 2010 Society for Consumer Psychology Conference, Florida, USA, February.

Chou, H.-Y. and Lien, N.-H. (2009), “The Moderating Effects of Candidate Characteristics on Negative Political Advertisement,” presented at American Academy of Advertising 2009 Asian-Pacific Conference, Beijing, China, May.

Chou, H.-Y. and Lien, N.-H. (2008), “Antecedents and Attitudinal Effects of Thought Confidence,” presented at2008 Society for Consumer Psychology Conference, New Orleans, USA, February.

Chou, H.-Y. and Lien, N.-H. (2007), “Old Songs Never Die: The effects of Nostalgic Songs in Television Ads,” presented at 2007 International Conference on Business and Information, Tokyo, Japan, July.

具審查制度之專書及專書論文

Chou, H.-Y. and Wang, S. S. (2017). Effects of game characteristics and player emotional experiences on in-app ad responses. In Hart, C. B. (Ed.), The Evolution and Social Impact of Video Game Economics (pp. 121-138), Lanham, MD: Lexington Books.

周軒逸 (2016.12),臺灣團購網的成功因素分析,載於梁定澎 (主編),電子商務與網路社會新境界2017 (ch. 5, pp. 84-101)。國立中山大學電子商務研究中心,新北市:前程文化 (ISBN: 9789860516319)。

周軒逸、蘇伊瑜 (2015.12),APP廣告效果之探討:廣告產品、促銷類型及置入情境之觀點,載於梁定澎 (主編),電子商務與網路社會新境界2016 (Ch.9),頁146-163,國立中山大學電子商務研究中心,新北市:前程文化 (ISBN: 978-986-04-7736-8)

周軒逸 (2014)。網路廣告。載於梁定澎 (主編),電子商務數位時代商機。臺北市: 前程文化。

周軒逸 (2014),名人網拍二手物的吸引力─傳染定律之觀點,載於梁定澎 (主編),電子商務與網路社會新境界2014 (Ch. 2),頁42-67,國立中山大學電子商務研究中心,前程文化 (ISBN:9789860440089)。

周軒逸 (2013) 。〈網拍中的名人二手商品與消費者反應〉,《電子商務新境界 (Ch.1)》,頁10-29。高雄:國立中山大學電子商務研究中心。 (ISBN 978-986-03-9935-6)

學位論文

《口袋中的最佳銷售員:簡訊前導廣告之效果》,博士論文,2010年出版。


《銀行促銷壽險產品意願之探討》,碩士論文,2005年出版。

如何反駁負面攻擊?候選人特質之干擾 (MOST 105-2410-H-110 -036 -SS2) 

全球架構下臺灣電子商務的發展與挑戰-(子計畫七)臺灣網路團購之發展與關鍵成功影響因素:團購消費者產品態度、跟團與社群口碑行為影響前因之分析(MOST 105-2420-H-110-003-MY3)

小小改變、大大不同:競選廣告細微變化的神奇作用 (MOST 104-2410-H-110 -027 –SSS)

競選廣告之說服與抗拒:解釋水平理論與抗拒說服之觀點(NSC 102-2410-H-110 -020 -SS2)2013/08/01~2015/07/31

選舉中的落水狗:落水狗訴求簡訊效果之研究(NSC 101-2410-H-110-035-)2012/08/01~2013/07/31

名人政治代言之廣告效果:政黨社會距離理論之觀點(NSC 100-2410-H-110-069-)2011/11/01~2012/07/31